Soup in New Zealand

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Executive Summary

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TRENDS

Premiumisation and health and wellness were the key trends influencing soup in New Zealand in 2016. Health and wellness was a key trend during the review period, with strong growth in organic segments, as consumers became increasingly aware and concerned about the ingredients of the products they were consuming. In 2016, gourmet trends were observed whereby demand increased for food with high quality and taste – akin to restaurant-style food for the time-pressed consumer.

COMPETITIVE LANDSCAPE

Heinz Wattie’s was the leading player in soup in 2016, accounting for a 32% value share, slightly down from 2015. The company was present in the category through its leading Wattie’s brand, which dominated shelf-stable soup with a 62% value share, as well as The Good Taste Co brand, a health and wellness-orientated brand ranked first in chilled soup with a 32% value share. In late 2015, the company launched new flavours in its squeeze and stir range – Creamy Chicken, and Chicken & Sweetcorn – looking to leverage premiumisation and convenience trends. Additionally, the company launched its Wattie’s Very Special Soups range, with Italian Minestrone, Creamy Pumpkin and Tomato Soup flavours. The Very Special Soups range is positioned as reduced-fat premium-flavoured canned soup. Taking a note from competitor Naked Organics’ branding strategies, the company emphasises the use of locally sourced ingredients for the Very Special Soups range, such as New Zealand-grown carrots and pumpkin.

PROSPECTS

Continued premiumisation is expected to characterise the soup category over the forecast period, with a health and wellness aspect. This is expected to result in strong product development in the organic soup space, with branding focused on exploiting locally sourced ingredients. Additionally, more gluten-free products are expected to emerge in the category, after the first gluten-free soup launched in 2016 by King, as other players, such as Pitango and Naked follow suit.

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